Benchmark report
An ON24 feature empowering customers to compare and contrast their webinar program performance to peers. Also: an annual report published by ON24.
What Is a Benchmark Report?
A benchmark report is both an ON24 platform feature and an annual industry report that enables marketers to compare and contrast webinar performance with peers and industry standards.
Within the ON24 Intelligent Engagement Platform, benchmark reports empower customers to measure their own webinar programs against aggregated, anonymized performance data—providing actionable insights into audience engagement, conversion rates, and content effectiveness.
Additionally, ON24 publishes an annual Global Benchmark Report, offering a comprehensive view of webinar performance trends across industries and regions. This annual analysis helps marketers understand what success looks like globally and how their programs perform relative to best-in-class organizations.
Why Are Benchmark Reports Important?
Benchmark reports are essential tools for data-driven marketing strategy and performance optimization. They provide context for performance metrics, helping B2B marketers move beyond isolated results to understand how they stack up within their industry or region.
Key benefits include:
- Performance Context: Compare your results against industry averages and leading peers.
- Strategic Insight: Identify what’s working and where to improve in your digital engagement programs.
- Goal Setting: Use benchmarks as targets for future webinar and content marketing campaigns.
- Global Trends: Understand how engagement behaviors differ across North America, EMEA, and APAC.
For ON24 users, benchmark reports help turn engagement data into meaningful intelligence—supporting smarter decision-making and continuous improvement.
What Are Benchmark Reports Used For?
Benchmark reports are used by marketers and analysts to measure success, uncover trends, and guide strategic planning. They serve as a north star for evaluating performance and identifying growth opportunities.
Here’s how B2B marketers use benchmark reports:
- Highlight Wins: Showcase top-performing webinars, engagement rates, and attendance results.
- Find Opportunities: Pinpoint underperforming areas and develop strategies to improve them.
- Track Year-Over-Year Trends: Measure progress and identify emerging audience behaviors.
- Inspire Campaigns: Use insights to shape future webinar topics, formats, and content strategies.
For example, a financial services benchmark report may summarize how audience engagement has grown year-over-year, reveal which types of sessions performed best, and help marketers refine next year’s webinar calendar to maximize ROI.
How Benchmark Reports Are Structured
A typical benchmark report includes:
- Executive Summary: A concise overview of key findings and takeaways.
- Comparative Metrics: Data showing how performance compares to industry averages.
- Insight Breakdown: Deeper analysis of engagement, attendance, and conversion metrics.
- Actionable Recommendations: Guidance for improving future webinar and content results.
By combining quantitative data with qualitative insights, benchmark reports provide a clear, comprehensive view of marketing success—regionally and globally.
Using Benchmark Reports for Global Marketing
For global B2B organizations, benchmark reports offer a standardized framework for evaluating regional performance.
- Regional Insights: Compare performance between markets such as EMEA, APAC, and North America.
- Localized Strategy: Adjust campaigns to match regional audience preferences and engagement habits.
- Global Optimization: Use benchmark data to maintain consistent performance across international programs.
Whether it’s understanding attendance trends in Asia-Pacific or engagement patterns in Europe, ON24’s benchmarking tools help global marketing teams align on strategy and performance goals.
Best Practices for Leveraging Benchmark Reports
- Review Annually: Track year-over-year performance to measure growth and adapt to evolving trends.
- Share Across Teams: Use benchmarks to align marketing, sales, and customer success goals.
- Repurpose Insights: Turn key takeaways into blog posts, infographics, or social media assets.
- Create Downloadable Resources: Host reports on dedicated landing pages to drive engagement.
- Incorporate Into Presentations: Use data visualizations from benchmark reports in quarterly or annual reviews.
By consistently reviewing and applying benchmark insights, marketers can evolve their programs to meet global standards and outperform competitors.
Key Benefits of Benchmark Reports
- Performance Comparison – Measure your webinar and event performance against peers.
- Strategic Clarity – Identify key opportunities for improvement based on real-world data.
- Global Visibility – Gain insights into regional and industry trends.
- Inspiration for Growth – Learn best practices from high-performing organizations.
- Content Creation Opportunities – Repurpose insights into marketing materials, blogs, and campaigns.
FAQs About Benchmark Reports
- Does ON24 provide benchmark reporting for all customers?
- Yes. ON24 customers can access benchmarking capabilities directly within their analytics dashboard and explore annual global benchmark reports.
- How often does ON24 release its Global Benchmark Report?
- ON24 releases its annual Global Benchmark Report once per year, featuring key insights from millions of digital experiences worldwide.
- Can benchmark reports be localized?
- Yes. Benchmark data can be filtered and compared by region, industry, or company size to ensure relevance for global teams.
- How can benchmark reports support executive presentations?
- Benchmark data provides credible, comparative performance metrics that help demonstrate ROI and justify marketing investment.
Conclusion
A benchmark report is more than a performance summary—it’s a strategic compass for digital engagement success. Through ON24’s benchmarking capabilities and annual reports, marketers can compare their results with industry peers, uncover actionable insights, and continuously improve their webinar programs.
By leveraging benchmark data globally, B2B marketing teams can optimize engagement, refine strategies, and showcase measurable success across every market they serve.